UK eCommerce sales will top £60 billion in 2015, according to eMarketer. An improving economic outlook and the rise of purchases on smartphone apps and sites has helped eCommerce’s growth and the UK remains one of the strongest markets, proportionally speaking, for ecommerce sales.
Currently eCommerce makes up 14.3% of overall sales in the UK, a figure that is expected to rise to more than 19% by 2019. Mobile commerce, or mcommerce, is expected to record 37.5% growth in 2015, which is double the growth recorded by ecommerce as a whole, with mobile taking up 33.3% of the eCommerce world. The message is clear; if your site is not optimised for mcommerce, then that should be a serious priority.
While people will make £20.9 billion of purchases on mobile devices, including the larger tablets, this year, that will rise to £40 billion in 2019, which means it’s a market that’s simply too big to ignore or push down the road.
Ecommerce fulfilment and order delivery remains the same, of course, no matter what device the customer makes the order on. Mcommerce is a different science, though, and companies can boost their sales and share of the market by creating the most user-friendly and frictionless path to purchase possible.
Bigger screens on the current smartphones have given mcommerce an additional boost as consumers feel more confident making purchases on their phone. Google’s recent emphasis on mobile-friendly websites has also forced major retailers to reconsider their mobile strategy and optimise their sites and online showrooms for mobile devices.
Smartphones and tablets are also taking over from desktops and laptops as the primary source of internet access across the world. Until just recently the phone was considered an emergency source of internet access, but now many consumers simply do not use a laptop computer and rely on their smartphone for all of their web browsing, emails and even online purchases.
Ecommerce providers that have not fully optimised their website for mobile devices are therefore potentially missing out on a vast number of sales, and that will only increase as time goes on.